Indriani, Siska (2015) Pengaruh social media marketing terhadap pembentukan purchase intention dan customer equity. Masters thesis, Universitas Pelita Harapan.
![]() |
Text (Title)
Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (301kB) |
|
|
Text (Abstract)
Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (107kB) | Preview |
|
|
Text (ToC)
ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (139kB) | Preview |
|
|
Text (Chapter 1)
Chapter 1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (140kB) | Preview |
|
![]() |
Text (Chapter 2)
Chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (209kB) |
|
![]() |
Text (Chapter 3)
Chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (174kB) |
|
![]() |
Text (Chapter 4)
Chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (230kB) |
|
![]() |
Text (Chapter 5)
Chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (115kB) |
|
|
Text (Bibliography)
Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (140kB) | Preview |
|
![]() |
Text (Appendices)
Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (199kB) |
Abstract
Keberhasilan situs jejaring sosial dan tren yang berkembang memungkinkan perusahaan menggunakan media sosial sebagai alat untuk promosi. Social media marketing memiliki peran penting dalam memberikan informasi, membangun preferensi, dan pilihan pembelian kepada konsumen. Saat ini, konsumen lebih informatif dan tertarik untuk mencari fitur produk secara online sebelum melakukan pembelian. Oleh karena itu, perlu diteliti faktor-faktor yang menimbulkan purchase intention terhadap produk yang dijual di media sosial. Penelitian ini menganalisis pengaruh social media marketing terhadap customer relationship management (CRM) dan pendorong customer equity, yaitu brand equity, value equity, dan relationship equity. Selain itu juga dianalisis pengaruh CRM dan pendorong customer equity terhadap purchase intention konsumen pada produk tas di media sosial, serta pengaruhnya terhadap customer equity. Responden yang digunakan dalam penelitian ini sebanyak 120 orang, yang merupakan pengguna media sosial Instagram, serta pernah membeli produk tas melalui Instagram. Metode penelitian menggunakan judgmental sampling, dengan kuesioner skala Likert 5-points. Analisis data karakteristik responden diukur dengan software SPSS, sedangkan analisis model penelitian dilakukan menggunakan SEM yang dibantu dengan software SmartPLS. Berdasarkan hasil penelitian, purchase intention konsumen terhadap produk tas di media sosial Instagram dipengaruhi oleh CRM, brand equity, value equity, dan relationship equity, di mana keempat variabel tersebut dipengaruhi oleh social media marketing. Purchase intention, brand equity, dan relationship equity memiliki pengaruh yang signifikan terhadap customer equity, sedangkan value equity tidak mempengaruhi customer equity secara signifikan
Item Type: | Thesis (Masters) | ||||||||
---|---|---|---|---|---|---|---|---|---|
Creators: |
|
||||||||
Contributors: |
|
||||||||
Additional Information: | T 19-13 IND p | ||||||||
Uncontrolled Keywords: | social media marketing ; customer relationship management ; customer equity drivers ; purchase intention | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management Current > Faculty/School - UPH Karawaci > Business School > Master of Management |
||||||||
Depositing User: | Users 18 not found. | ||||||||
Date Deposited: | 20 Feb 2021 03:16 | ||||||||
Last Modified: | 11 Nov 2021 08:52 | ||||||||
URI: | http://repository.uph.edu/id/eprint/20086 |
Actions (login required)
![]() |
View Item |